# 'Shop This Color' button on product pages: -6.8% revenue/visitor

- Outcome: Lost
- Page type: Product page (Ecommerce)
- Elements: Variant, size & option selectors, Add-to-cart & CTA buttons
- Test run by: [Clean Commit](https://liftarchive.com/practitioners/clean-commit/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://cleancommit.io/ab-tests/add-a-shop-this-color-button-to-pdps/
- Page: https://liftarchive.com/test/cc-add-a-shop-this-color-button-to-pdps/

Adding a 'Shop This Color' button to product pages cut revenue per visitor by 6.8% and conversion rate by 2.6%, even though clicks rose. Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library. The store did not ship the change.

## Result

**-6.8% revenue/visitor**

- Click-through rate: +2.6%, the goal metric, with a 94.9% probability of beating the original.
- Conversion rate: -2.6%, a negative result.
- Revenue per visitor: -6.8%, and average order value: -7.6%, both negative.
- Add-to-cart rate: -0.1%, essentially flat.

## Control

A product page with no link to other products in the selected color.

## Variant

A 'Shop This Color' button that linked to a filtered page of every product in the chosen color, mostly camo patterns. It was hidden when no other product shared that color.

## Why it likely lost (our reading)

- The button sent shoppers away from the product they were already looking at.
- More choice at the decision point can stall a purchase rather than grow it.
- Click-through looked good, but it measured interest, not buying.

## Caveats

The test ran 60 days on 17,746 visitors, most of them on mobile. It is a modest sample, so the size of the drop is uncertain.

## How to run this test

- Hypothesis: If we add a link to other products in the selected color, then revenue per visitor will rise because shoppers who like a color will find more items to buy.
- Primary metric: Revenue per visitor
- Guardrail: Conversion rate
- Guardrail: Average order value
- Guardrail: Click-through rate
- Who should test it: Stores where colors or patterns drive buying and shoppers often buy matching sets. Judge it on revenue, not clicks, since this test raised clicks while sales fell.

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Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cc-add-a-shop-this-color-button-to-pdps/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.